While many insurers have adapted basic online services for mobile platforms, the Holy Grail of differentiation has yet to be seized by most industry players.
To accomplish that feat, carriers should capitalize on the unique capabilities of smartphones and tablets to engage more fully with both clients and their own personnel over such devices.
That may be easier said than done, at least when it comes to consumers. A recent survey by Deloitte found the majority of respondents are unaware of basic mobile options already offered by insurers. Another problem is that opportunities to make use of current insurer apps are usually few and far between—such as when renewing a policy or filing a claim.
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